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WORK PACKAGE 4 BRANDING

PRAXIS WP4 - Branding

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Presentation of WP4 - Bradning during the kick-off meeting of the Praxis European Network of Internship and Placement Excellence.

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Page 1: PRAXIS WP4 - Branding

WORK PACKAGE 4

BRANDING

Page 2: PRAXIS WP4 - Branding

ABOUT SINT-LUCASGhent, Belgium

Page 3: PRAXIS WP4 - Branding

Sint-Lucas is

a university college of Arts and Design

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We’re situated in Ghent

Think: Belgium, chocolate, waffles, musterd, beer.

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Study Programs

Visual Designprofessional bachelor (180 ECTS - 6 semesters)

Visual Artsacademic bachelor (180 ECTS - 6 semesters)master (60 ECTS - 2 semesters)

Postgraduate Studies Packaging Design(42 ECTS - 16 weeks)

Teacher Education(60 ECTS - 4 semesters half-time studies)

Phd in the arts

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PBA Visual Design - Structure of the Study Program

1st sem

2nd sem

3rd sem

4th sem

5th sem

6th sem

VISUAL DESIGNgeneral initiation year

graphic studio

advertising studio

illustrationstudio

digital studio

traineeship and graduation project

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Graphic Studio

Identity, logo, poster, typography, magazine, ...

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Graphic Studio

Identity, logo, poster, typography, magazine, ...

Page 9: PRAXIS WP4 - Branding

Graphic Studio

Identity, logo, poster, typography, magazine, ...

Page 10: PRAXIS WP4 - Branding

Advertising Studio

Concept, brainstorm, campaign, rough, deadline...

Page 11: PRAXIS WP4 - Branding

Advertising Studio

Concept, brainstorm, campaign, rough, deadline...

Page 12: PRAXIS WP4 - Branding

Advertising Studio

Concept, brainstorm, campaign, rough, deadline...

Page 13: PRAXIS WP4 - Branding

Illustration Studio

Character design, storyboarding, infographics, ...

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Illustration Studio

Character design, storyboarding, infographics, ...

Page 15: PRAXIS WP4 - Branding

Illustration Studio

Character design, storyboarding, infographics, ...

Page 16: PRAXIS WP4 - Branding

Digital Studio

Web, motion graphics, tablets, mobile, video, 3D, ...

Page 17: PRAXIS WP4 - Branding

Digital Studio

Web, motion graphics, tablets, mobile, video, 3D, ...

Page 18: PRAXIS WP4 - Branding

Digital Studio

Web, motion graphics, tablets, mobile, video, 3D, ...

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WORK PACKAGE 4

BRANDING

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Creating and managing a Praxis brand

WP 4 contains:

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Page 22: PRAXIS WP4 - Branding

Create a Praxis brandPart 1

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Manage a Praxis brandPart 2

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Create and deliver a toolboxWhat we can do

Page 25: PRAXIS WP4 - Branding

Create and deliver a toolboxWhat we can do

BRANDIMAGE

IDENTITY

WEBDESIGN

CAMPAIGN

COREVALUES

LOGO

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PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

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Previously...

We received the work packagePHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

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Making things clear

We still have some questionsPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 29: PRAXIS WP4 - Branding

First of all

We will listen, look and get wiserPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 30: PRAXIS WP4 - Branding

Clear view

We make a briefing to set out the bordersPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

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1-2-3 GO!

The debriefing gives us the start sign PHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 32: PRAXIS WP4 - Branding

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

We need your help

Tell us what you think

Page 33: PRAXIS WP4 - Branding

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

What is your visual image of...

Network,team work,excellence,international,internship, ...

Page 34: PRAXIS WP4 - Branding

VOLVO = SAFETYIKEA = FAMILYAPPLE = INNOVATIVECHANEL = EXCLUSIVEFedEx = RELIABLEGOOGLE = HELPFUL

LIDL = AFFORDABLEADOBE = ENABLINGCOCA-COLA = CLASSICPLAYBOY = SEXYFSC = SUSTAINABLEWALT DISNEY = MAGICAL

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Which values do we aim to reach with Praxis?

service minded,develop people,cooperative,creative,innovative, ...

PRAXIS = ?

Page 35: PRAXIS WP4 - Branding

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Homework to do

Collect images of what Praxis should look like

Page 36: PRAXIS WP4 - Branding

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Mailbox overload

We are interested to hear and see how you think about this

Page 37: PRAXIS WP4 - Branding

PHASE 2CONCEPT

PHASE 3DEVELOPMENT

PHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Collecting

Making moodboards

Page 38: PRAXIS WP4 - Branding

Mind-mapping

The brainstorm begins PHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 39: PRAXIS WP4 - Branding

Concept

15 brandconcepts are created, only 5 are chosenPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 40: PRAXIS WP4 - Branding

Vote

You can choose and vote on our top 5PHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012

Once more...

we need your help

NOW

PHASE 1INTAKE

Page 41: PRAXIS WP4 - Branding

On podium

Bronze, silver and goldPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 42: PRAXIS WP4 - Branding

And the winner is...

Chosen from the top 3, by the branding teamPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

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Participation

Your opinion is important, but not sacredPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

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Graphic design

The finetuning can beginPHASE 3

DEVELOPMENTPHASE 4RESULT

FEB 2012 APR 2012 MAY 2012

PHASE 2CONCEPT

DEC 2011NOW

PHASE 1INTAKE

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Web design

Designing a website prototypePHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 47: PRAXIS WP4 - Branding

Advertising design

Shaping the campaignPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 48: PRAXIS WP4 - Branding

And the logo is...

Presentation of the new identityPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 49: PRAXIS WP4 - Branding

6 months later

A new brand is bornPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 50: PRAXIS WP4 - Branding

Graphic result

Brand styleguide and templatesPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

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Web result

Webdesign ready to hand overPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 52: PRAXIS WP4 - Branding

Advertising result

Campaign ready for kick-offPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 53: PRAXIS WP4 - Branding

DIY

Tools are handed over so you can DIYPHASE 2

CONCEPTPHASE 3

DEVELOPMENTPHASE 4RESULT

DEC 2011 FEB 2012 APR 2012 MAY 2012NOW

PHASE 1INTAKE

Page 54: PRAXIS WP4 - Branding

Thank you for your attentionWio & SaskiaSint-Lucas Ghent